Retail Banking had taken a new pace of growth in Indian economy. Competition from the private sector and Non-Banking financial institutes had set new challenges before the nationalized banks. In this scenario the major stake holder in the market, State Bank of India and its associate banks have a new role to brand themselves as private banks in terms of service and remain as themselves in heritage. Value added services offered by these banks are the important tools in lifting up their service quality image. This study aims at understanding the seriousness in the VAS offered and their awareness among the customer base.

About the Author

Dr. P. V. Vijay Kumar Reddy is an Assistant Professor (Marketing) in K L U Business School (KLUBS), K.L. University, Guntur, A.P., India. His Doctoral degree is in organized retail management from K L University. Prior to his job as a professor, he worked with Wipro as a procurement lead during 2006-2009.

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